About Matelso
A lot of companies offer phone contact for their clients on their webpages. However, they mostly lack information about the usage of this feature, because the call (and maybe the offline conversion) can’t be explicitly assigned to the display of the phone number on the website. This leads to wrong attribution of marketing spending.
The objective of call tracking is to establish ties between the online and offline world. The effect of the possibility to contact someone at the company directly via phone can be measured by using a call tracking solution like Matelso. This is especially important for companies that don’t offer a direct conversion online, but rather drive visitors to make a request for contact.
More information: https://www.matelso.de/
Matelso provides a pool of phone numbers to their clients to assign one specific number to any single visitor on the client’s webpage. The pool range depends on the traffic volume (for Matelso’s biggest customer, 100,000 numbers are available). Once a website containing the phone number is loaded, this specific number will be linked with the appropriate visitor. Afterwards this information is sent to Matelso.
If the phone number is used, the call will then redirect to the client’s support centre. The connection will stay intact during the call to measure the call’s length. Matelso is functioning like a telecommunication provider.
Prerequisites
- Usage of SmartTag
- Usage of First-Party Cookies
ID client value is read from Cookie « atuserid » (SmartTag)
- Send Log and Site Information to Matelso
- Setup of Custom Page variables (fX Parameters)
Interconnect Matelso and AT Internet
1. How does the connector work ?
Matelso uses their webtracking.js file to retrieve the Unique Visitor ID from AT Internet when the phone number is displayed on the website. The Unique Visitor ID is readout from the cookie and is needed to link the call to the AT Internet data. It is necessary to use First-Party Cookie measurement from AT Internet so Matelso can have access to the cookie (more information at a later step).
- Extract from webtracking.js file to get the Cookie value
_mat_conf.getATIUserId = function() {
if (typeof (_mat_conf.getCookie("atuserid")) != "undefined") {
return JSON.parse(decodeURIComponent(_mat_conf.getCookie("atuserid"))).val
} else {
return undefined
}
};
_mat_conf.getCookie = function(b) {
var a = document.cookie.match(b + "=([^;]*)");
return a ? a[1] : undefined
}
- Example request sent to Matelso with AT Internet’s Unique Visitor ID
https://rns.matelso.de/webtracking_save_data.js?tn_pool_id=jR0EMNtSVZNYKcdqVWJFOglYvwrW48&cookie=0&oz=undefined&mat_sc=undefined&ati_uid="1551397272335"&mts_clid={3D9AADBF-23E6-E429-9CB1-04D669395D7F}&referrer=https://www.delo-adhesives.com/en/search/?tx_abavosearch_piresults%5Baction%5D=search&tx_abavosearch_piresults%5Bcontroller%5D=Search&cHash=e80a43ed0e24d5001e869ec4ec798c6c&location=https://www.delo-adhesives.com/us/uv-curing-lamps/&pathname=/us/uv-curing-lamps/
2. Which information is provided ?
The basic request that can be sent by Matelso to other systems contains 7 different variables.
http://www.yourserver.de/call_tracking/xk8z4r9p?start=20150303-150818&ende=20150303-151014&a_nummer=4917627599&b_nummer=4951180909&c_nummer=4951189829&billsec_ab=116&billsec_bc=116
3. What does Matelso send to AT Internet ?
http(s)://log(s)XXXX.xiti.com/hit.xiti?s=XXXXXX&idclient=174414536579&p=Call_Tracking&f1=20161113-174654&f2=20161113-174654&f4=19783648515&f5=19782545275&f6=4&f7=4
Parameter f3 (Caller’s Number) is not sent due to Data Privacy reasons.
- Provided by ATI
- Retrieved by Matelso
- Static (The page hit sent will have the value “Call_Tracking”)
- Dynamically set by Matelso
Display the data
Create a visitor segment to see the pages callers were interested
Privacy
Activating this partnership activates the import of Matelso data into AT Internet tools and the export of AT Internet data into Matelso. Only the data necessary for the proper functioning of the bridge are imported and exported.